This is a great analogy for web bots, who crawl through online websites and read their source code. They thoroughly inspect a website by crawling through its content, set up, optimisation etc. Basically, they present a search engine (e.g. Google) what the website has to offer. If only scraps of irrelevant information (or lack thereof) are found, or the website does not follow the correct algorithm, then the web-bots have a right to negatively judge the website. Ultimately, it comes down to deducing that a website offers poor user experience, axing it from view and dragging it to the bottom of the pile i.e. shifting it to last search pages. A critical verdict like this will most certainly have a damaging impact on the online ranking, and thus your website itself. The user experience is vital for search engines, as the search engines promote the websites. So, a well-received, user-friendly and welcoming website that is found in the top search results will be a good reflection of Google itself, who advertise and endorse it for the public eye. This process not only benefits your website, but also provides the search engine a good opinion, prestige and revenue.
In a nutshell, SEO is associated with optimisation of the content and code of a given website. All done to match the suitability of specific keywords that will trigger its appearance. Such optimisation makes the website more appealing for bots that constantly traverse your website, and seek user-friendly content. So if you consider ranking your website, and want to make it visible in the top Google searches, then SEO is your answer. It is the first necessary step to achieving a successful and well-recognised website online. Choosing to proceed with an AdWords campaigns also positively impacts the website, and thus the quality of the adverts and their final cost.
- Optimising the website’s meta description
- Proper editing of the content, with relevant length
- Creation of alternative texts on the website
- Addition of image/file titles, captions and side notes
- Utilising welcoming and enticing URLs
- Optimising external and internal links on the website
- Many other complex and minor strategies